learn the Principles of Business Writing PHẦN 6 ppsx

Substance tends to closely follow or precede meaning, and in fact, substance is some￾times used to create meaning. An example of this could be the following sequence of

sentences:

We are an innovative organisation [statement]. Our customers regularly receive

software updates [substantiation], as a result of which they are able to be more

productive [meaning]. According to the Consumer Protection Society, our cus￾tomers receive more value for money as a result of this [substantiation] and are

eager to recommend our software to colleagues [meaning]. This way, we make

more profit, part of which is earmarked for innovation [meaning].

One word of caution: the principles of focus and substance can pull a text in conflicting

directions. Focus values brevity - this allows the reader to grasp the main issues.

Substantiation requires additional information that adds context and detail. While you

should not choose one principle at the expense of the other, you need to balance the

two.

For the sake of efficiency and control, it’s probably best to use focus as the lead prin￾ciple. Focus guides you when building a text from the ground up, particularly when the

process is guided by a brief and an outline. Once the main structure of the text has

been prepared, and the text meets the goals and needs of the project, you are free to

add details.

c apture . deliver . excel . substance 51